Wilkins Marketing Strategy Session ❲FREE❳

The Wilkins Conundrum: Shifting from Stalwart to Staple

Mara kicks off. She clicks a slide titled The Awareness Cliff . “Brand recall for Wilkins in the consumer home improvement sector is 11%. That’s below ‘store brand generic’ at 14%,” she says flatly. “We are the invisible giant. We sell 2 million gallons of industrial epoxy a year, but on Amazon, our one-star reviews come from dads who say, ‘This industrial tube didn’t come with a nozzle.’ We’re selling a jet engine to people who want a bicycle pump.” wilkins marketing strategy session

The problem is stark. Wilkins, a 90-year-old manufacturer of industrial adhesives and sealants, is the undisputed king of the B2B factory floor. Engineers trust Wilkins. But when those same engineers go home to fix a leaky pipe or build a birdhouse, they reach for a competitor’s duct tape or superglue. Wilkins is the workhorse, not the show pony. The mandate for the session is brutal: Make Wilkins matter to the consumer without losing the industrial fortress. The Wilkins Conundrum: Shifting from Stalwart to Staple

The room divides.

The smell of stale coffee and fresh marker ink hangs in the air. On the whiteboard, a single phrase is circled in red: “Wilkins: Trusted. But not chosen.” That’s below ‘store brand generic’ at 14%,” she

After 90 minutes of heated debate (Arthur had to stop James from throwing an eraser), three distinct initiatives emerge: